MasterChef Brasil: um prato cheio de brand placement
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Data
2017-04
Autores
Orientador
Kraemer, Fábio Luís
Banca
Kraemer, Fábio Luís
Kreutz, Elizete De Azevedo
Filho, Lúcio Siqueira Amaral
Título do periódico
ISSN
Título do Volume
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Resumo
As novas tecnologias da informação são poderosos recursos de conteúdo, tanto de conhecimento quanto de entretenimento. Dispositivos estão cada vez mais acessíveis ao usuário final. Com isso, meios de comunicação menos recentes estão passando por uma reconfiguração em seus formatos tradicionais como processo para continuar obtendo atenção do público e seu valor no mercado de anúncios. Entre diversas mídias está a televisão, com o seu principal produto, o intervalo comercial. São décadas atuando com um formato utilizado mundialmente, mas que levanta questionamentos sobre sua atual eficiência. Entre as aparentes soluções está o formato brand placement, também conhecido no Brasil como merchandising, no qual inserções comerciais patrocinadas por empresas são adaptadas com o propósito de se integrarem ao conteúdo transmitido. Mas como ocorrem as ações deste formato alternativo em um meio tradicional como a televisão? Como objetivo geral, procura-se identificar quais marcas veiculadas durante toda a transmissão serão mais lembradas pela audiência na edição final da terceira temporada do MasterChef Brasil. Além disso, o propósito específico é de categorizar as técnicas de brand placement; de identificar a linguagem utilizada por cada uma das marcas que adotaram o formato; e ainda, de perceber a receptividade do público quanto ao formato dentro desta transmissão. Esta é uma pesquisa qualitativa, de caráter exploratório, viabilizada por meio das pesquisas bibliográfica, documentada, e de campo. O trabalho constitui-se da análise de conteúdo e dos níveis de lembrança da audiência obtidos no dia seguinte. Ao final, apresentam-se indícios de que o formato brand placement mostra-se com alto grau de lembrança e também com aceitação positiva por parte do público, sendo assim, uma ótima alternativa ao intervalo comercial.
The new information technologies are powerful resources of content, both knowledge and entertainment. Devices are more and more accessible to the end user. Therefore, less recent means of communication are going through a reconfiguration in its traditional formats as a process to continue getting public attention and its value in the advertising market. Between various media is television, with its main product, the commercial interval. They have been acting for decades with a format used worldwide, but that raises questions about its current efficiency. Among the apparent solutions is brand placement format, also known in Brazil as merchandising, in which commercial insertions sponsored by companies are adapted with the purpose of being integrated to the transmitted content broadcast. How actions with this alternative format can be shown in a traditional media like television? As a main, it was looked to identify which conveyed brands during the entire transmission/broadcast will be the most reminded by the audience in the final edition of the third season of MasterChef Brasil. Moreover, the specific purpose was to categorize the techniques of brand placement; identify the language used by each one of the brands/companies that adopted the format; and yet, realizing the receptivity of the public regarded about/as to the format within this broadcast. This is an exploratory, qualitative research, feasible through bibliographical, documented, and field research. The work/research consists of the analysis of content and levels of remembrance of the audience obtained the following day. At the end, evidences are presented evidences that the brand placement format shows a high degree of remembrance and also with positive acceptance by the public, thus being a great alternative to the commercial interval.
The new information technologies are powerful resources of content, both knowledge and entertainment. Devices are more and more accessible to the end user. Therefore, less recent means of communication are going through a reconfiguration in its traditional formats as a process to continue getting public attention and its value in the advertising market. Between various media is television, with its main product, the commercial interval. They have been acting for decades with a format used worldwide, but that raises questions about its current efficiency. Among the apparent solutions is brand placement format, also known in Brazil as merchandising, in which commercial insertions sponsored by companies are adapted with the purpose of being integrated to the transmitted content broadcast. How actions with this alternative format can be shown in a traditional media like television? As a main, it was looked to identify which conveyed brands during the entire transmission/broadcast will be the most reminded by the audience in the final edition of the third season of MasterChef Brasil. Moreover, the specific purpose was to categorize the techniques of brand placement; identify the language used by each one of the brands/companies that adopted the format; and yet, realizing the receptivity of the public regarded about/as to the format within this broadcast. This is an exploratory, qualitative research, feasible through bibliographical, documented, and field research. The work/research consists of the analysis of content and levels of remembrance of the audience obtained the following day. At the end, evidences are presented evidences that the brand placement format shows a high degree of remembrance and also with positive acceptance by the public, thus being a great alternative to the commercial interval.
Descrição
Palavras-chave
Publicidade; Televisão; Brand placement; Merchandising; Entretenimento
Citação
HORN, Felipe Osvaldo. MasterChef Brasil: um prato cheio de brand placement. 2016. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 06 dez. 2016. Disponível em: http://hdl.handle.net/10737/1509.